Here is my digital marketing analysis for Burger King. This report was done for my Digital Marketing & Campaigning assignment in February 2021.
- Research date: February 2021
- Assignment: CW1 Digital Marketing & Campaigning
- Major: Digital Marketing – RKL + Coventry University
Contents
- Objective
- Research Sources
- Burger King History
- Company’s Performance
- Direct Competitors
- 4Cs Analysis
- S.W.O.T.
- Target Audience
- Current Positioning
- References
Objective
Conducting market research based on marketing mix (4Cs & SWOT) & techniques for audience & consumer (Demo- & Psychographics) of Burger King to align their current positioning.
Research Sources
Based on online researches & case studies of the brand in global & local markets
- Burger King Website
- CNBC
- UK Essay
- Statista
- Wikipedia
- Marketing Week
- Marketing 91
Burger King Background
Burger King (often known as BK) is a US multinational chain of fast food restaurants. BK sells hamburgers, French fries, and soft drinks and is known as the second largest hamburger fast food chain in the world.
Established in 1954 in Miami, Florida, by David Edgerton and James McLamore named as “Insta Burger King” then and changed the name to Burger King later. Burger King has now more than 15,000 restaurants around the world in more than 100 countries.
Company’s Performance
The company’s shares are owned mostly by 3G Capital, a Brazilian investment company. But it is also owned by shareholders and used to publicly trade on the New York Stock Exchange under the ticker BKW.
Annual Revenue 2020
USD 1.3bn
BK’s Direct Competitors
| Competitor | Annual Revenue (2020) | No. of Locations (2020) |
|---|---|---|
| McDonald’s | $20.8bn | 38,600 |
| Wendy’s | $452ml | 6,490 |
4Cs Digital Marketing Model
Here is the analysis of Burger King’s marketing based on the 4Cs mode consisting Consumer, Cost, Communication and Convenience.
Consumer
- Quick & Fast to Order and Eat – Prepared hamburgers, fries and drinks for customers to quickly order, pick up and/or eat at their restaurants.
- Customizable – BK provides customized hamburger orders where their customer can customize the ingredients of their hamburger sandwiches.
- Good Taste & Healthier Choices – Making tasty burgers is one of the marketing strategies of BK. Their ad campaigns such as “Taste is King” and “Moldy Whooper” were promoting these marketing concepts.
Cost
- Easier Accessibility – BK restaurants are available in different locations (especially in the US) to make the access to fast food ordering easier and at lower costs.
- Free-Delivery – Burger King offers free-delivery with orders placed using the BK app in order to help customers save money.
- Reusable Packaging – Starting from the US market, BK is offering reusable packaging for their fast foods. This will help customers to have a re-use of and save on what they have paid for instead of throwing it away.
Communication
- Available on Social Channels (Two-way) – BK public relation is quite active on social media. They are available on all major social channels such as FB, Twitter, Instagram and Linkedin. They are quite responsive and take feedback and comments into consideration.
- Active Online Support – The contact section on BK website and app is very in-detail. They have sections regarding customers issues from delivery, technical issues, payment and suggestions – redirecting the customer to the appropriate support department.
Convenience
- Alternative Ways to Order – BK offers alternative ways to order such as drive-thru, through BK app and through the 3rd party services such as Uber Eats, Grab Food and they are planning to make the order available even on Google searches.
- 24/7 Availability to Order – BK also has branches with 24/7 service. Plus, you can order BK meals everyday and anytime using the BK App.
SWOT
Analysing BK using the S.W.O.T. advertising tool to identify their Strengths, Weaknesses, Opportunities and Threats.
Strengths
- Global Presence – Burger King has over 15,000 outlets in 100 countries. This growth relies on the success of their brand.
- Innovative Marketing – BK consistently delivers unconventional and innovative marketing campaigns with stellar results to stay competitive and increase visibility – Campaigns such as Impossible Whopper, FIFA Team Up & Burn that Ad.
Weaknesses
- Mostly Focused on the US Market – About 44% of Burger King’s restaurants are based in the US which shows that BK focuses mainly on the US market rather than the global market which let the other competitors to be more active in the global market.
- Lack of Stability in Ownership – Ownership and management changes frequently (6 times so far). Any time the ownership and leadership of a business changes hands, continuity of its operations are disrupted.
Opportunities
- Market Extension (in Asian Markets) – China and India are significant markets for Western businesses. These two markets offer significant opportunities of growth.
- Targeting New Generation – BK creative campaigns created new opportunities to expand their market amongst different groups especially in digital generation. For example, the FIFA 20 campaign achieved revenues of $1.6 billion for BK.
Threats
- Heavy Competition – The level of competition in the fast food industry is high, eg. McDonalds, Wendy’s & KFC.
- Adapting to Latest Technology – New technologies developed by the competitor or market disruptor could be a threat to the industry in the medium to long term future (self-service Kiosk System).
Target Audience
Demographics
- Gender: Male & female (Young male/female, adults and families)
- Professionals, households, students
- Age range: 18 – 35
- Middle to upper class (Household income range: RM 3,000 to RM 10,000)
- Location: Global – Large Cities (Business Districts & Residential Areas)
Psychographics
| Value | Personality | Lifestyle |
|---|---|---|
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|
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Burger King’s Current Positioning
Be Your Way
“You can and should live how you want anytime”
Customize and mix n’ match your fast food at Burger King
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